With the NFL divisional-round playoffs in full swing and Super Bowl LIX less than four weeks away, here’s a quick look at the partnership landscape in the betting category, which is gearing up for an especially action-packed month ahead. 

BetMGM ranks #1 in the category with 30 sponsorships, partnering with high-profile teams like the Boston Red Sox and Vegas Golden Knights. FanDuel follows with over 25 deals––including partnerships with D.C. United and the Phoenix Suns––while Caesars Sportsbook rounds out the top three with 20 sponsorships, the Baltimore Ravens and the New York Mets among them.

Toronto FC, the Toronto Maple Leafs, and the Toronto Raptors lead the list of teams with the most betting category sponsorships, each partnering with the same five betting brands: FanDuel, JackpotCity, PointsBet, Pokerstars and Pro-Line. Why this unusual three-way tie? The teams share the same owner (Maple Leaf Sports & Entertainment), which simplifies multi-team deals and helps these brands maximize their exposure within the Toronto media market (the largest in Canada and fourth-largest in North America).

Interior signage––like stadium banners and digital displays––takes the top spot as betting brands’ most frequently bought asset, offering high visibility with both live audiences and those watching games at home. Trailing closely behind are digital media assets (which help betting brands extend their reach online) and TV-visible rotating placements (which offer prominent exposure during broadcast events).

The betting category has generated more than 10M engagements over the last 12 months––led by BetMGM, whose partnership with the Philadelphia Eagles engaged more than 2.8M total users across 54 posts. Betway’s campaign with the Cleveland Cavaliers followed with 1.1M, while FanDuel with the Eagles racked up 935K interactions. With more than 220K in total engagement, DraftKings’ post with the NFL was the most engaging of the last year. The post was featured on Instagram in November and showcased the five longest touchdowns of the week. 

Top Betting Brands (ranked by number of sponsorships):

1. BetMGM
2. FanDuel
3. Caesars Sportsbook
4. DraftKings
5. bet365
6. Fanatics Betting & Gaming
7. Betway
8. ESPN BET
9. Pokerstars
10. PointsBet